Dunkin’ is taking bold social marketing to the next level for Halloween. The team behind Dunkin’s Instagram is clearly focused on luring customers into stores to try the seasonal spider donut, affectionately known as Spidey—but their method is capturing a lot of attention. While initial posts were lightheartedly funny, they soon escalated to Gen Z-esque captions like “if u aren’t afraid of spiders, ur gonna be” and “YA GIRL SAID IM NOT SO ITSY BITSY” (the post with the latter now has nearly 900 comments). The posts have attracted responses from brands as well as consumers, including Scrub Daddy, Jack in the Box, Ulta Beauty, and Pringles. However, it seems that Spidey’s Instagram antics may have been put on hold, as Dunkin’ announced on Tuesday that his “login credentials have been removed,” after the character allegedly leaked the holiday menu. But the marketing strategy has clearly resonated with younger audiences, hitting the mark for bizarre and engaging. (USA Today)
📊 YPulse data: 69% of 13-39-year-olds agree, “It’s funny when brand accounts on social media act like people”
